Shot in classic black-and-white on analogue film, the spot leans into quiet, almost edge-of-your-seat tension as Emma Stone faces a surprisingly relatable problem: trying to claim emmastone.com, only to learn someone else already beat her to it. What follows is a slow build of frustration most people know all too well—when something that should be yours suddenly isn’t. The pacing is deliberate, the mood slightly unsettling, and the storytelling feels more like an indie film than a commercial, pulling viewers in with its understated drama.
The takeaway is clear and easy to understand: lock in your domain name before someone else does. In a world where small businesses, entertainers, and entrepreneurs all rely on being found online, a domain is more than just an address—it’s your digital storefront, your calling card, and your credibility. For Branson’s performers, family businesses, and creative entrepreneurs, Squarespace positions that first step as the start of building something that can grow right alongside your dreams.
“This commercial is based on true events,” Stone says with a wink. “Having the opportunity to play myself in my own home was a joy and a memory I won't soon forget, despite the pain that came rushing back. Thank you Squarespace for honoring my experience.” The quote strikes a balance between humor and honesty, adding a personal touch that makes the story feel authentic.
Airing between the first and second quarters of Super Bowl LX on February 8, 2026, Unavailable serves as the centerpiece of a larger, film-style campaign. Additional shorts include The Negotiation, which follows Stone’s increasingly desperate efforts to reclaim her domain, and A Message from Emma Stone, a public-service-style reminder about the risks of waiting too long to secure your name online.
“We approach our Super Bowl spots like film rollouts,” says David Lee, Chief Brand and Creative Officer at Squarespace. The strategy shows: Stone’s performance and Yorgos Lanthimos’ careful direction turn a practical lesson into a memorable moment—one that feels timely, thoughtful, and surprisingly emotional.
In an age where first impressions often happen online, Squarespace delivers a message that hits close to home: your name—and your business—deserve a place of their own.
